Cosmetics Case Study



Recurrent Visual Merchandise Produced for 500+ US Stores


A leading cosmetic retailer needs high-end Point of Purchase (POP) displays, product signage, and other visual merchandise produced, kitted, and shipped to over 500+ locations for recurrent time sensitive promotions. Tight turnarounds and custom kitting for each recipient location make it a complex job requiring keen attention to detail. Kits may contain a selection of die cut counter displays, posters, signage, shelf talkers, tent cards, counter units, display cards, stands and wall mounted materials. These components are a mix of internally produced items as well as items furnished directly by the client. Each kit must be custom packaged to maximize space and avoid damage during shipment.

GSB Digital sees an opportunity to manage large volumes of time sensitive product by implementing the following processes:
Organized Order Entry
The GSB Digital sales staff recognized a need to manage the client’s job information in a more systematic manner. A database spec sheet was created to organize the client’s production requests. Categories like final size, substrate type, print process, finishing methods, and corresponding recipients’ addresses, help clarify and warrant accurate communication between GSB Digital, the client, and the final recipient. This process of organized information for order entry has furthermore ensured clear communication for quotes and future kitting jobs.
Interval Proofing & Production
With precise information, client’s digital files can quickly be compared to the database spec sheets, which allow proofs to be quickly and accurately generated. To further improve the proofing process and eliminate potential surprises, the client receives actual full finished proofs. GSB Digital’s Zund Cutter allows for finished die cut proofs to be provided as well. Often this additional finishing step leads to adjustments up front which can be expedited and make the final product more visually appealing. Furthermore, when turnarounds are tight, GSB Digital arranges to have proofs delivered in person. This allows for first hand conversation regarding changes and accelerates the approval process. To hasten production, interval printing upon approval of each item is implemented. This proves to be more efficient than waiting for various departments to approve all kit components.
Managed Custom Shipping
To facilitate the large quantity of varied kitting, often 40 or more SKUs a kit, a project manager assesses size and quantity of kit components while they are still in production. Custom boxes are created, scored and folded to various heights to accommodate each custom package. For added support chipboard is used in packaging beneath flexible pieces. All contents are shrink-wrapped to deter scratches from movement during transit. All components are stacked starting with the largest pieces at the bottom to make boxes as flat as possible for secure stacking on skids. Packing slips are included as a crosscheck comparison to client provided directives for each location. Finally, shipments are released by kit type to avoid any discrepancies.
Value Added Services
Beyond the realm of print, GSB Digital helps this client fulfill other related needs that are required to complete the custom kits. A translation service to translate signage into foreign languages is provided and applied to accommodate regionally based highly populated non-english speaking locations. Additionally, GSB Digital often researches and presents solutions for mounting and product display solutions
By creating efficient systems and tailoring production workflows to the client’s specific demands, GSB Digital has provided the accuracy and turnaround time desired. These solutions have lead to a trusted partnership with the client in producing these complex cosmetic kits. GSB Digital’s collaboration has helped this this company concentrate more on selling their product, and less on handling the project management.

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